Dads, This Is What Could Happen if You Stop Hugging Your Kids

Poignant Ad for U.K. Laundry Is an Eye-Opening Reminder About Parental Love

Published on Jun 16, 2015

Editor's Pick

Have you ever cried over a laundry detergent ad? Well, steel yourself now because this poignant Father's Day ad from Procter & Gamble's U.K. brand Fairy about a real-life father and son will bring a tear (or more likely, many) to your eye.

Created by Leo Burnett London and Holler (part of the team behind Always's Like a Girl), the ad tells the story of Stephen and his son Ben. Their story is a sad but perhaps very familiar for many dads and their boys: they had a tender, close bond when Ben was a child, with lots of hugs, but grew apart when he reached his teenage years. The ad, directed by Amanda Blue of Tantrum, ends by reminding us to "Keep Hugging."

The campaign champions the idea that we should #NeverStopHugging our babies: no matter how old they are. It ties into Fairy's strapline, "The Power of Soft."